MKT 100 Lecture Notes - Lecture 5: Marketing Mix, Business Marketing, Direct Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Julie Kellershohn

Document Summary

Water vs. perrier: information research, alternative evaluation. Internal search the buyer examines his or her memory and knowledge about the product or service. External search the buyer seeks information outside his or her personal knowledge base to help make the buying decision. Perceived benefits vs. perceived costs wedding ring. Internal locus of control some control over outcomes = engage in more search activities. Performance risk perceived danger inherent in a poorly performing product or service. Financial risk initial cost of the purchase as well as the costs of using the item. Social risk the fears of consumers that others may not regard their purchase positively. Physiological risk the fear of actual harm should the product not perform properly. Psychological risk the way people will feel if the product or service does not convey the right image. Customers don"t always patronize the store or purchase the brand or item on which they had originally decided.